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BTEC Level 3 Creative Media Production: Marketing and Public Relations

Rob Miller | Friday February 22, 2013

Categories: Nationals, BTEC Nationals, BTEC Nationals Level 3, Level 3 Creative Media Production, Advertising, Marketing, More on Advertising, Viral Advertising, Hot Entries


The marketing and promotion of a commercial media product is an important stage in trying to ensure its success in reaching its target audience and being received by this audience in the desired way. Market research departments, companies and agencies employ a range of methods and techniques to try to find out what the consumers of media texts, and the products that many of them promote, think and feel about them.

This unit gives learners an opportunity to examine the functions and practices of marketing and public relations and to gain an understanding of the main methods and techniques that are used. They will then be able to apply this knowledge and understanding to specific situations where they will need to first analyse the particular marketing problems and challenges that exist before proposing strategies and solutions to the identified problems.

Summary of Learning Outcomes

On completion of this unit a learner should:

  1. Understand the functions of marketing and public relations.
  2. Understand the principal methods and techniques used in marketing and public relations.
  3. Be able to identify issues requiring marketing or public relations solutions.
  4. Be able to create strategies offering solutions to identified marketing or public relations issues.


1. Understand the functions of marketing and public relations

Range of functions: marketing (market research, market analysis, marketing strategy, advertising, brand promotion); public relations (managing the message, positive publicity, ‘spin’, damage limitation, organising events, lobbying)

Fields of marketing and public relations: business; government; public services; charities; pressure groups; entertainment; sport; celebrities.

2. Understand the principal methods and techniques used in marketing and public relations

Marketing: methods of research (primary, secondary, qualitative, quantitative, market research, surveys, focus groups); understanding...

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